The acquisition will see Sportradar strengthen its digital marketing services platform with a DCO personalisation technology. This will be active across both display and paid social, enabling operators to fully optimise their media investments.

The technology also allows sports-orientated publishers to control the integration of native and personalised sport betting content into their platforms.

The Fresh Eight marketing solution will complement Sportradar’s existing ad:s platform – widening marketing channel access and enhancing its overall performance efficiency proposition, through reductions in operator CPAs, higher ROAS and workflows.

It will also allow ad:s customers to benefit from data-driven personalisation within crucial social media

Carsten Koerl, Sportradar Group CEO, said: “We have developed ad:s into a substantial business for Sportradar with its platform offering and a significant portfolio of sportsbook clients. But the market doesn’t stand still, and we must continually innovate and grow. The acquisition of Fresh Eight will accelerate that growth, as we add this personalisation technology to our marketing services offering.”